Southern University at Shreveport Louisiana
UNIVERSITY RELATIONS
Strategic Plan
MISSION STATEMENT
The Division of University Relations supports the mission of Southern University at Shreveport
Louisiana through image management, organizational integrity, resource development, and by
enhancing relationships with constituencies that support the strategic direction of the University.
VISION STATEMENT
The Division of University Relations will manage all communications to maintain an accurate
and consistent image of the university, provide leadership in continuous process improvement,
while being a proactive leader in accessing philanthropic resources as a catalyst for both capital
improvement and increased student access to financial resources.
Goal I
To develop a creative Marketing and Communication Strategy that positively impacts enrollment
at Shreveport by 5% by Fall 2012 from 3014 to 3165. (Baseline year FY 2009 – 2010)
A. Objectives
1. Increase awareness of the University offerings and opportunities through local and
national media outlets, evaluating outcomes annually and documenting the use of the
results.
2. Demonstrate strategies that engage student, faculty, staff and administration with
prospective student and external constituencies evaluating outcomes annually and
documenting the use of the results.
3. Strengthen the University’s identity with a clear image management plan. Outcomes
will be evaluating outcomes annually and documenting the use of the results.
B. Strategies
1. Brand marketing
2. Seasonal campaign/promotion
3. Internal campaigns
4. Enhance University website/on-line communications
5. Increase emphasis on promoting academic offerings
6. Develop feature stories that promote SUSLA
7. Monitor other universities to develop press material in an effort to make SUSLA
material more innovative.
8. Create/design/produce and monitor visual illustrations and presentations consistent
with appropriate University image/brand
9. Monitor peer institutions for competitive advantages.
10. Use state of the art multimedia technologies.
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Goal II
To implement a series of evaluative systems designed to facilitate strategic planning,
accountability, institutional effectiveness, and continuous process improvement and to annually
educate faculty and staff in reference to the aforementioned framework.
A. Objectives
1. By academic year 2012 - 2013, the evaluation of an institutional framework which
facilitates coordination and review of all intergovernmental compliance reporting
applicable to SUSLA will reflect a 100% success rate in meeting essential
requirements in maintaining fiscal stability, institutional integrity and continued
accreditation.
2. By academic year 2012 - 2013, maintain a university-wide program review schedule
reflecting annual assessment of functional areas which include the evaluation of
Institutional effectiveness in areas such as enrollment, recruitment, retention,
graduation, academic quality and accreditation. Evidence of documenting the use of
results will also be noted.
3. By academic year 2012 - 2013, internal unit review processes will be evaluated
annually to assess provided technical assistance on the enhancement of research and
evaluation capabilities for all institutional units thereby, enabling the production of
studies on major issues affecting postsecondary education.
4. By academic year 2012 - 2013, the annual schedule of student opinion surveys
emphasizing perception on all aspects of college experience will be evaluated and the
use of documented results will be noted.
5. By academic year 2012 - 2013, systematic plans and related processes designed to
assess the value of a SUSLA education and ultimate economic impact on the greater
Shreveport metropolitan service areas and the State of Louisiana will be evaluated
and the use of results will be noted.
B. Strategies
1. Develop policy and procedures for reporting
2. Achieve 100% annual reporting compliance for reports that include, but are not
limited to:
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Act 1465
Strategic Operational Plans
Quarterly Performance Reports (LaPAS)
Statewide Student Profile System
IPEDS
SACS Profile
State Budget Reports
Crime Statistics
Equity Athletics
Title III/Carl Perkins Report
Board of Regents Report
SACS Library Report
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3. Educate University community concerning the institutional effectiveness process of
planning and reporting to assure closure of the planning and reporting “loop” to affect
annual budget preparation.
4. Establish annual institutional report card
5. Compile/review an institutional policy and procedure manual
Goal III
Initiate and support efforts that will increase the number of annual donors by ten (10) percent and
corporate gifts and private donations by five (5) percent annually.
A. Objectives
1. Expand the pool of constituencies by five (5) percent annually.
2. Coordinate a calendar of solicitations by July 1 annually.
3. Educate student body on importance of philanthropy through bi-annual participation
registration activities.
4. Increase capital campaign contributions by eight (8) percent annually.
5. Publish and promote fundraising policy and procedure by the end of the year 2010.
B. Strategies
1. Produce and support special events annually.
2. Inform constituencies through phone/radiothons annually.
3. Implement a direct mail campaign by the end of the year 2010.
4. Produce research on thirty (30) new donors annually.
5. Expand database (actual and potential donors) from 3,000 to 3,500 by the end of the
year 2010 and increase by five (5) percent each following year.
6. Educate twenty (20) new students bi-annually through the pre-alumni club/establish
endowed scholarship by 2012.
7. Increase the number of endowments by four (4) professorships and one (1) chair or
1.4 million dollars by the year 2012.
8. Institute bi-annually scholarship month activities.
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